Switching Intention in the IndiHome Internet Service Environment: The Roles of Cognitive and Affective Customer Experience and Cognitive Reaction Swift Guanxi

Abstract : This study aims to investigate the drivers of switching intention among internet service provider (ISP) users in Indonesia, specifically focusing on IndiHome customers. Utilizing the Stimulus-Organism-Response (SOR) framework, the research examines how external stimuli namely product and price integration, information access, information quality, task-technology fit, and ease of use influence internal customer states (cognitive experience, affective experience, and cognitive reaction swift guanxi) and subsequent switching behavior. The study employed a quantitative survey-based approach with 300 active IndiHome users in Solo, Indonesia, with data analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The findings reveal that while technological determinants like task-technology fit and ease of use consistently enhance internal customer states, information access fails to influence any mediating variables. Crucially, the results indicate that neither cognitive nor affective customer experiences directly mitigate switching intention; instead, “cognitive reaction swift guanxi” emerged as the sole significant predictor of switching behavior. The study concludes that in a saturated broadband market, transactional satisfaction alone is insufficient to ensure loyalty. To minimize churn, ISPs must pivot from purely functional improvements to relationship-centric strategies that foster perceived mutual value and strong relational bonds. This research contributes to the marketing literature by integrating relational constructs into the SOR framework to provide a more granular view of consumer behavioral responses in the digital service industry.